Headlining the education program, futurist economist Richard Kottmeyer of FutureBridge highlighted “Consumomics™”, the FutureBridge strategic framework examining how healthcare, economics, policy, affordability, and evolving consumer behavior are converging to redefine fresh produce consumption and merchandising over the next decade.
The keynote challenged the industry to reposition fresh produce beyond a commodity category toward a higher-value, health-linked consumer solution as wellness, preventive health, and affordability increasingly influence purchasing decisions. FutureBridge identified several key shifts expected to shape the future of fresh produce.
- Produce as Preventive Health Infrastructure
Fresh produce is increasingly becoming part of the broader wellness and preventive healthcare economy, positioning fruits and vegetables as essential to everyday health management.
- Biological Relevance Will Redefine Merchandising
Future growth will be driven by merchandising strategies centered on functional consumer needs such as energy, hydration, fullness, glucose management, recovery, and healthy snacking.
- Demand Drivers Are Expanding Beyond Retail
GLP‑1 adoption, wellness ecosystems, school nutrition programs, sustainability priorities, healthcare-led food strategies, and affordability pressures are expected to increasingly influence category demand.
- Merchandising Is Becoming Decision Science
Retail execution is evolving toward more data-driven models linking pricing, nutrition, health outcomes, purchase occasions, repeat buying behavior, and waste reduction.
- Education and Clinical Credibility Will Drive Growth
Leading brands will differentiate through benefit-led storytelling, personalization, recipes, retail media, education, and clinically credible health positioning.
“The future of fresh produce will not be defined solely by supply chain efficiency or pricing pressure,” said Richard Kottmeyer, Futurist Economist at FutureBridge. “The next growth opportunity lies in repositioning produce as infrastructure for health, affordability, food security, and quality of life.”
Complementing the keynote, TIPA’s “Market Mayhem” session delivered a real-time pulse check on labor, tariffs, policy, and consumer behavior shaping the produce industry. Audience polling showed labor and immigration remain the sector’s most immediate pressure points, while consumer price sensitivity is proving less predictable than expected.
“Viva Fresh is about giving our members the tools to compete today while preparing for what’s next,” said Dante Galeazzi, President and CEO of TIPA. “The companies that will lead are the ones that stay focused, interpret the signals correctly, and make strategic decisions with confidence.”
The sessions also marked the release of The Future of Fresh Merchandising whitepaper and executive summary, developed by FutureBridge in collaboration with TIPA, providing produce companies with a strategic roadmap for transitioning from transactional selling toward demand-led, consumer-relevant growth strategies.
The complete official press release is available at: Viva-fresh-2026-education-delivers-roadmap-future-proof-produce-industry
San Antonio, Texas; May 5, 2026 – FutureBridge, in partnership with the Texas International Produce Association (TIPA), delivered strategic foresight and market intelligence at the 2026 Viva Fresh Expo, helping produce leaders navigate immediate market pressures while preparing for the long-term transformation reshaping fresh produce demand.
